Google came out with a new concept about how consumers buy things: the Zero Moment of Truth. While this may be relatively new for business-to-consumer buying, it’s always been present for buyers of technology.
What is ZMOT?
Recommendations from others is essentially what the ZMOT is. Before the Internet, consumers would see an ad (the stimulus), go to the store and buy the product (first moment of truth) and use the product (second moment of truth). Now, after seeing an ad, people will consult on average 10.4 different sources (online and offline) before buying something. This is the Zero Moment of Truth.
Why ZMOT is Not That New for Technology Companies
In 1991 Regis McKenna wrote Crossing the Chasm, in which he detailed the behavior of technology buyers. One of the key factors of the technology buyer’s purchase decision is a peer referral or review. The number one influence on people buying technology are recommendations from their colleagues. To me, this is ZMOT, just 20 + years ago, before the Internet.
Technology Buyers Have Had ZMOT All Along
Technology buyers have always had their zero moment of truth. Granted, it might not have been on the Internet, but they were consulting respected sources before they bought software or computers and other technology. It’s nice the Internet has caught up other types of buyers in making more informed decisions before they buy.
What Does ZMOT Mean for You?
Whether you’re selling business-to-business technology, smartphones or even shoes, the ZMOT matters. You need great content and testimonials online shared by you and your customers that buyers can access when they’re making their decision.
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